We are happy to announce that Liz van de Laar has officially joined the Profound team this week as our new Creative Marketing Director, taking the helm of the Creative Studio department.

Liz comes to Profound with a stellar career in Creative Management positions at several advertising and brand communication agencies, garnering her an exceptional branding acumen. This – combined with her remarkable adeptness at networking and managing client relations – makes her poised to become a valuable asset in Profound’s expansion operations.

But we wanted to get her own take on her arrival at Profound and the implications of this move. So the following is a short interview to ascertain some of her thoughts on how she sees her role in the company’s future and her views on the digital marketing landscape in Curaçao and the Caribbean region as a whole.

What made you choose to join Profound?
Well, during the lockdown I had some time to reflect on what I want for my career. I’ve been following the progression of Profound for years and I’ve always admired how Boudino and Gino have created a company culture that embraces taking risks and that fosters new ways of working and thinking. So that really drew me in, being part of an organization that adheres to these values was very appealing to me. So I got in touch and within ten days we ironed out the details and signed a contract. I truly believe that everything happens for a reason and that it is no coincidence that we found each other at this time. It really is a win-win dynamic.

Care to elaborate on that?
Well, I believe Profound is entering a new phase in its trajectory and that it could use the type of expertise that will help it launch this rocket even higher. The company has made big strides in operating at a high level in the local market but I think with my experience and insights it can go beyond that and really brand itself even more widely both locally and internationally. And as for me, personally, I was also in need of this kind of challenge at this point in my career so it really is a mutually beneficial situation.

In my humble opinion, the COVID-19 lockdown period essentially debunked the myth that Curaçaoan businesses are not ready to go online.

What are your first impressions of the Profound team?
A nice close-knit team. Very talented, very creative, and very eager to learn and share. But I don’t think that they themselves have grasped just how big of an impact they are making in the digital services industry on the island, especially now with this Spin merger. So I admire that humility and their dedication to continuous improvement and I really see massive potential in them to lift the company to even greater heights. I also think it’s awesome that I will be working with a mostly male team in the Creative Studio department. That’s right in my wheelhouse so I really look forward to it.

How do you envision yourself taking this department to the next level?
Over the years I have developed considerable proficiency in deducing topical branding trends using data from digital channels and we can really use this to create inspired marketing campaigns and social media marketing strategies for Profound clients. I have also acquired substantial skill in concept thinking so I can conceptualize with clients the type of marketing strategies that will consistently keep their brand in line with the current fashion, increase brand awareness, and convert leads. Furthermore, I think this department will be brought to the next level through a combination of knowledge, expertise, and daring to change the status quo, with a special emphasis on the last. We have a galvanizing slogan – Make It Happen – but now we really have to dare to do just that as a department and shake things up in the way we work. I bring added value to the process but it’s not just me; it is a collective effort. I truly believe we can make good use of everybody’s expertise in their respective areas to create transcendent work in this department and I look forward to working with everyone to accomplish that.

Last question: What are your views on digital marketing in Curaçao and in the region?
In my humble opinion, the COVID-19 lockdown period essentially debunked the myth that Curaçaoan businesses are not ready to go online. Whereas the concept was previously shrouded in taboo for a large part of the island’s business community, during the weeks of lockdown many companies were suddenly quick to switch to online delivery services and webshops were popping up left and right. So it is possible, all we need to do is re-educate the community.

Of course, I’m not saying that businesses have to abandon all their brick and mortar activities and go fully virtual, but this period has proven that maintaining an online presence will most certainly benefit them, especially considering that the lockdown-inspired digital services may have unlocked a certain demand for them among the community. However, that being said, it still is a process and cross-media marketing – marketing using both digital and non-digital channels – is still very much de rigueur in Curaçao and the Caribbean region as a whole. So it is incumbent on digital agencies operating in this region to take that into account when making plans to run successful marketing campaigns. The older generation often still relies on traditional media for their media consumption and the rest of the population, more often than not, has to see an ad on both a billboard and a phone screen for the message to really take root in their minds.